Question 1

Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people's inner selves.

Accepted Answer

Marketers who target consumers on the basis of their core values believe that they can appeal to people's inner selves and influence their purchase behavior based on their fundamental beliefs and values. For example, a company that values sustainability and eco-friendliness may target consumers who prioritize these values in their lives and make purchasing decisions based on environmental impact.

Question 2

Betsy,a teenager,uses most of her post school hours in either playing tennis or watching movies.She barely manages to concentrate in her lessons for a couple of hours before term exams.Being questioned about her substandard performance in the school,she points out the teacher's inability to complete the entire course during the school hours as the possible reason.Betsy's behavior is most likely to be associated with ________.

Accepted Answer

Betsy's behavior is an example of hedonic bias, where she blames external factors (the teacher's inability to complete the course) for her poor performance rather than her own actions (spending most of her time on leisure activities and not studying). This bias is a tendency to attribute successes to personal attributes and failures to external circumstances.

Question 3

Standard Chartered bank's "Here for good" ad campaign is meant to market the bank as having the brand personality of ____________.

Accepted Answer

The "Here for good" ad campaign emphasizes the bank's commitment to long-term, sustainable growth and its dedication to serving its communities. This aligns with the personality trait of sincerity, making it the most fitting choice.

Question 4

Luxury-goods distributors for Hermés and Kenzo find their markets growing dramatically because of the change in ________.

Accepted Answer

The term "market" refers to the group of people who are interested in a particular product. The fact that luxury-goods distributors for Hermés and Kenzo are experiencing dramatic growth in their markets suggests that the demand for luxury goods is increasing among certain groups of consumers. One of the most likely factors driving this growth is a change in lifestyle, as more people are able to afford luxury goods and are interested in showing off their wealth and status through the products they buy. While attitude, personality, self-concept, and subculture may all play a role in consumer behavior, lifestyle is the most directly related to purchasing decisions and is therefore the best answer.

Question 5

Which of the following techniques was suggested by Freud to trace a person's motivations from the stated instrumental ones to the more terminal ones?

Accepted Answer

Freud suggested the technique of laddering to trace a person's motivations from the stated instrumental ones to the more terminal ones. Laddering is a method of exploring the underlying motivations behind an individual's behavior, by repeatedly asking why a particular choice or goal is important to the individual. By asking a series of "why" questions, the interviewer can uncover deeper motivations and values that may not have been apparent initially.

Question 6

IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices.IKEA is delivering value to consumers who are ________.

Accepted Answer

IKEA's affordable prices cater to consumers who are constrained by their budget or have limited financial resources.

Question 7

Marketers embed covert messages in ads or packaging of which the consumers are not consciously aware,yet it affects their behavior.This technique employed by the marketers targets the ________ of a consumer.

Accepted Answer

The technique described in the question is subliminal perception, which means embedding messages that are below the threshold of conscious awareness. This targets the subconscious mind of the consumer, making it the best choice out of the options given.

Question 8

Which of the following theories developed by Frederick Herzberg distinguishes dissatisfiers from satisfiers?

Accepted Answer

The two-factor theory developed by Frederick Herzberg distinguishes dissatisfiers (hygiene factors) from satisfiers (motivational factors) in the workplace. Hygiene factors include things like salary, working conditions, and company policies, which, if not met, can cause dissatisfaction but will not necessarily motivate employees. Motivational factors, on the other hand, include things like recognition, achievement, and growth opportunities, which can actually inspire employees to perform better and lead to job satisfaction.

Question 9

Within the context of Jennifer Aaker's analysis,identify the brand personality that can be associated with a new product whose promotional messages consistently portray it as being reliable,intelligent,and successful.

Accepted Answer

The brand personality that is associated with being reliable, intelligent, and successful is competence. A brand that consistently portrays itself as reliable is perceived as being dependable and trustworthy, while a brand that is seen as intelligent is perceived as knowledgeable and sophisticated. Additionally, if a brand is consistently portrayed as successful, it suggests that the brand is competent and efficient. Therefore, the best choice is competence.

Question 10

________ is the process by which we select,organize,and interpret information inputs to create a meaningful picture of the world.

Accepted Answer

Perception is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world.

Question 11

Anne is a frequent purchaser of Yoplait strawberry yogurt.For once,she decides to try a different flavored yogurt.Instead of trying out the flavors offered by competing brands,Anne selects a different flavor offered by Yoplait.Here,her past experience with the brand prompts her to make the choice.Anne's behavior can be best described as ________.

Accepted Answer

Anne's behavior can be best described as generalization, where her past experience with the brand Yoplait prompts her to choose a different flavor offered by the same brand.

Question 12

________ portrays the "whole person" interacting with his or her environment.

Accepted Answer

The answer of ________ portrays the "whole person" interacting with...

Question 13

________ is the tendency to interpret information in a way that will fit our preconceptions.

Accepted Answer

Selective distortion is the tendency to interpret information in a way that will fit our preconceptions. This occurs when an individual unconsciously or consciously misrepresents or misinterprets information to fit their existing beliefs or attitudes. This can result in individuals dismissing information that contradicts their beliefs or exaggerating the importance of information that confirms their beliefs.

Question 14

As Rita scans the yellow pages section of her phone book looking for a florist,she sees several other products and services advertised.Though interesting on first glance,she quickly returns to her primary task of finding a florist.The items that distracted her from her initial search were most likely stored in which of the following types of memory?

Accepted Answer

The distracting items that Rita saw while scanning the yellow pages section of her phone book were most likely stored in her short-term memory, which has a limited capacity and is responsible for holding information temporarily while performing a task. Once Rita returned to her primary task of finding a florist, she likely forgot about the distracting items she saw earlier.

Question 15

________ teaches marketers that they can build demand for a product by associating it with strong drives,using motivating cues,and providing positive reinforcement.

Accepted Answer

The statement refers to the principles of learning theory, specifically operant conditioning, which states that behavior can be influenced and modified by associating it with positive reinforcement and cues. It is commonly used in marketing to build demand for products. The other options are not directly related to this concept.

Question 16

The ________ says people have a general tendency to attribute success to themselves and failure to external causes.

Accepted Answer

The correct term is "hedonic bias," which describes the tendency of individuals to attribute their successes to internal factors (like their own abilities or efforts) and their failures to external factors (such as luck or the actions of others).

Question 17

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text)are ________ needs.

Accepted Answer

Self-actualization needs are at the topmost level of Maslow's hierarchy of needs. This refers to the need for individuals to reach their full potential and achieve personal growth, creativity, fulfillment, and self-actualization. It is considered the highest level of human need in this theory.

Question 18

________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.

Accepted Answer

Selective distortion refers to the tendency of consumers to interpret information in a way that reinforces their preexisting attitudes and beliefs. This can work to the advantage of marketers with strong brands because consumers may interpret neutral or ambiguous brand information in a more positive way that aligns with their existing positive perceptions of the brand.

Question 19

________ assumed that the psychological forces shaping people's behavior are largely unconscious,and that a person cannot fully understand his or her own motivations.

Accepted Answer

This statement aligns with the beliefs of Sigmund Freud, who is known for his theories on the unconscious mind and the role it plays in shaping human behavior. Maslow and Herzberg focused more on conscious motivations and needs, while Cacioppo is a contemporary social neuroscientist. Marx is known for his political and economic theories, not psychology.

Question 20

The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness,and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.

Accepted Answer

The description given in the question is of the Stimulus-Response model, which is one of the most basic and widely used models for understanding consumer behavior. The model proposes that marketing and environmental stimuli trigger a set of mental and behavioral responses in the consumer which lead to decision making and purchase. Other models mentioned in the options (self-reliance, self-perception, psychogenic, and projective) do not fit the description given in the question.

Quiz 6: Analyzing Consumer Markets